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Sandra Halliday Published
March 18, 2025
All We Wear Group (AWWG), which used to be known as Pepe Jeans, has announced a creative collaboration between the Pepe Jeans London brand and Brooklyn Beckham.
It's part of the vision for the label’s men's business and will see photographer and model Brooklyn Beckham collaborating with the British brand by providing creative and photography direction, as well as product design input as part of a two-year deal.
The company said the link-up’s first stage launches this spring and will combine Beckham's creative photographic style with the brand’s sustainable denim.
“This creative partnership enhances the vision of the London-born brand and the strategic expansion of its men’s business. A perfect British fit, [it] seeks to maximise the heritage of Pepe Jeans London and the fresh and modern creative approach adopted by Brooklyn Beckham,” the company explained.
The campaign will be digital-first with lots of posts being drip-fed through to the label’s social channels and particularly Instagram.
The news comes as the company is continuing its Re:set transformation strategy that includes the closure of about 50 stores worldwide and some international offices as it focuses on its core business and markets.